AI in the real world
In order to successfully apply AI, there are three main building blocks according to Pointillist;
1. Data unification
2. Real-time insights delivery
3. Business contexts.
Data unification allows for creating a single customer view upon which AI thrives - the more information, the better! The tools used to be able to tackle this daunting task are now cheap, fast and relatively pain-free. Customer journey analytics platforms provide these services for reasonable prices and deliver a level of data integration free of charge. No longer do you have to suffer the tedium of pulling together dozens of data sources, it’s rather just background noise. Timelines are expected in days, not weeks - and more simple data sources can be integrated in 1-3 days!
Real-time insights delivery must be conveyed in the moment and through your customer’s chosen touch-point. These integrations are the key to in-the-moment engagement. “In addition to elegant SaaS data streams,” says Will Theil, “most enterprises must rely on myriad on-site, home-grown and legacy touchpoint data sources—product interfaces, payment platforms, point-of-sale systems, customer care, etc.. This reality creates a challenge for delivering real-time insights and are still very much a custom affair. Customer journey analytics platforms are now filling this gap with a host of APIs options and development kits to deliver comprehensive, real-time touchpoint integration with minimal investment.”
Customer journeys are unique to individual businesses. Every company has their own set of touchpoints and a distinct method of employment. AI systems are capable of more than just simply finding the ‘next best action’ or the optimal audience. When correct business context is applied, AI can find touchpoints and tactics to shape the customers behaviour.